Jeremy Scott for Swatch

At last! Swatch is returning to its uber-fun Eighties roots with a new range of supercool designs by Adidas designer Jeremy Scott. The brand has been struggling to get its foot back in to the cool watch phenomenon that it created over 25 years ago, as contemporary designs such as Casio's G-Shock, ToyWatch and Nixon moved in.

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Now, though, there's no doubt that Scott, who has just teamed up with Katy Perry on Adidas's latest campaign, has brought the same kind of energy, fun and design savvy not seen at the company since Vivienne Westwood's now-iconic Orb Swatch.

The American designer, known for his pop spin, comic-book obsessions and madcap creations has created three fabulously outré Swatches: Opulence - a round watch in a kooky baroque square frame that clips on and off; Lightning Flash - a Richard Hamilton-esque shock of wrist art; and Winged Swatch, a wry comment on the adage "time flies".

The wings motif is a continuation of a key Scott design and has the double-your-money appeal of looking like a cute fashion bracelet as well as a watch. Time most certainly flew at the recent launch at Colette in Paris, where Leigh Lezark, Claude Montana and others popped in to join in the fun and where Scott graciously received all the bloggers and Tweeters keen to take up his time.

The designer seems genuinely thrilled at the chance to become part of Swatch's iconic pop-culture heritage. "I wore a Swatch when I was 14," he purred in his soft LA drawl as waiters nipped in and out of the crowd with trays of little winged cakes. "Not only can't I believe that I've been allowed to design my own, I am just so totally flattered to be part of a legacy that includes Keith Haring and Vivienne Westwood - two of my heroes."

The pop aesthetic, fun twist and overstated form of Scott's Swatches points to his designs standing the test of time as future collectors' pieces (the frame and wings are removable). And, if proof were needed of their cool status, they have already been given the nod of approval from those at the fashion front line. As Milly McMahon, reporter at large for ID Magazine said while strapping a Lightning Flash to her wrist at the launch: "I think Jeremy's designs represent the product really well as he's combined his aesthetic with theirs in a way that's not too trendy or try hard. It's just fun and it works."